The Treasure Coast, a relatively undeveloped stretch of Florida’s east coast, came to us in need of a campaign to help stimulate visits, with the odd challenge of not ruining the quiet nature of the place at the same time. In fact, our research with the locals was met with stiff resistance- they didn’t want their secret to get out, and the crowds and traffic, even while their local economy depended on it.

After that, the campaign basically wrote itself.

The true beauty of the Treasure Coast is what was once considered its biggest barrier—the fact that it’s tucked away, literally hidden from plain sight. That’s how it maintains its charm. It’s the anti-tourist vacation destination. So, in order to keep it that way, we did what we had to do—keep people away. And warn them about the vacation that would await them if they did choose to visit the Treasure Coast: unforgettable sunsets, fresh seafood, untouched nature and reconnecting with the ones they love. We developed a campaign called Don’t Come Here. A tongue-in-cheek way to disrupt travelers with bold headlines in print, OOH and digital that paid off the unique offerings once they read further.